SkyWest Strategic Audit Clear Vision, Inc. Stefan Johnson Allan Padua Mike Richardson Rachel Sa-Onoy Libby Schuster SkyWest, Inc. SkyWest Inc. SWOT Analysis Strengths Weaknesses •Strong reputation for safety, on time arrivals, and customer service •Largest independently owned regional airline •Partnerships with United and Delta •Positive employee relations •Smaller aircraft are perceived by public as being less safe •ASA ranked near bottom in customer satisfaction •Regional carriers limited geographically and can be affected by bad weather Opportunities Threats •Expand outside the U.S. to China, Brazil, and Mexico •Diversify operations to reduce dependence on Delta and United •State of economy affect business •Rising costs of fuel •Pressure from major partners to accept lower fees MESA Air Group SWOT Analysis Strengths •Partnerships with United Airlines, U.S. Airways, Midwest Airlines, and Delta •Good Reputation for customer service Opportunities •Consolidate fleet and resources •Focus on customer satisfaction Weaknesses •Filed for bankruptcy in 2009 to reduce fleet size Threats •Increasing cost of fuel •State of economy •Loss of contracts with major airlines Pinnacle Airlines SWOT Analysis Strengths •Ranks high in customer satisfaction •Major airline partnerships with Delta and Northwest Airlines Opportunities •Focus on customer satisfaction and safety •Pursue new contracts to increase scope of service Weaknesses •Involved in airline disaster when a plane crashed into a home in 2009 Threats •Increasing fuel costs •State of economy •Loss of contracts with major airlines Key Success Factors • • • • Acquire partnerships with major airlines High customer Satisfaction Strong safety image On-time arrivals Key Success Factors SkyWest Inc. Mesa Air Group Pinnacle Airlines Corp. Weigh t Rating Weighted Score Rating Weighted Score Rating Weighted Score Major Partnerships .35 5 1.75 4 1.4 4 1.4 Customer Satisfaction .3 3 0.9 3 0.9 4 1.2 Safety Image .2 4 0.8 3 0.6 2 0.4 On-time Arrivals .15 4 0.6 4 0.6 4 0.6 Key Success Factors Total 1.0 4.05 3.5 3.6 Financial analysis Net Profit Margin 2009 2008 2007 2006 2005 2004 SkyWest Inc. 3.2% 3.2% 4.7% 4.7% 5.7% 7.1% Mesa Air Group Pinnacle Airlines N.A. (2.2%) (6.3%) 2.7% 5.0% 2.9% 5.0% (1.3%) 3.9% 9.4% 3.1% 6.4% Debt-to-Equity Ratio 2009 2008 2007 2006 2005 2004 SkyWest Inc. 2.01 1.96 1.99 1.97 2.43 0.99 Mesa Air Group Pinnacle Airlines N.A. 7.75 7.45 3.69 5.61 7.70 11.61 19.23 11.3 2.11 11.30 (6.43) Porter’s Five Forces Model Competitive Rivalry Buyer’s Bargaining Power Supplier’s Bargaining Power Availability of Substitutes Threat of New Entrants (Strong) (Strong) (Strong) (Weak) (Weak) Attractiveness of the Industry Industry as a Whole (Not Attractive) Historical View of Strategies (Typology) Problems • Recession Implementation Plan • • • • • Advertise to Increase Brand Awareness Member Reward/Incentive Program Repurchase Shares Upgrade Technology and Decrease Labor Costs Improve Flight Portfolio ▫ Increase Fleet in Operation ▫ Seek Out Partners, Absorption of Smaller Airlines ▫ Expand to Division of Low Cost Carriers and Regional Routes Contingency Plan • Failing Plan: ▫ ▫ ▫ ▫ Immediate Reissuance of stock Consolidation Though Sale of Weak Branches Reduce Service (cut out rural areas) Seek Further Partnerships and Mergers • Company Failure: ▫ File Chapter 11 to Reorganize the Company ▫ Sell Off Assets to Repay Debt Sources of Resistance Ethical Implications of Recommendations